Please use this identifier to cite or link to this item: http://hdl.handle.net/1959.3/49108

Title

Strategies for developing an excellence paradigm of intraorganisational marketing culture and quality management

Author(s)

Saee, John;  Mahmood, Zahid

Abstract

The main purpose of this paper is to develop a theoretical framework concerning the use of internal marketing (IM) as a vehicle for the successful implementation of quality management (QM). The ultimate goal in this context is to present IM as a technique for gaining the acceptance of the employees or departments that are critical to the successful implementation of QM programmes (Lewis, 1996). The argument presented in this article is based upon the view that the internal market consists of groups of workers and managers communicating and interacting with other groups of workers and managers within the organisation, and that the establishment and maintenance of effective and efficient relationships between these groups is the focus of internal marketing efforts. The first part of the paper discusses the development and conceptual definition of IM. It considers the objectives and different approaches of IM in the views of different writers. The second part of the article describes the broad classes of variables which are central to this review, namely corporate cultural change and internal organisational communication, and their relationship to internal marketing, which, it is argued, are critical for the implementation of any QM programme.

Publication type

Book chapter

Research centre

Swinburne University of Technology. Faculty of Business and Enterprise. Australian Graduate School of Entrepreneurship

Source

Contemporary corporate strategy: global perspectives, Chapter 17, pp. 285-300

Publication year

2007

Keyword(s)

CCC;  Corporate cultural change;  Corporations;  IM;  Internal marketing;  Internal organisational communication;  Management;  Organisational effectiveness;  QM;  Quality management;  Satisfaction;  Strategic planning;  Strategies

Publisher

Routledge

ISBN

9780415385954, 0415385954

Publisher URL

http://www.routledge.com/0415385954

Publisher URL

http://books.google.com/books?id=OXNwE9txe24C

Copyright

Copyright © 2007 John Saee and Zahid Mahmood.

Peer reviewed